New duo for Creative and Strategic Planning at Ketchum Brussels

Ketchum Brussels reinforce their reputation for strategic and creative excellence with the appointment of Meisoon Nasralla as Creative Lead. Completing the communications consultancy’s brand equation of empathy + intelligence, Meisoon will work in tandem with Ketchum Brussels’ Strategic Planning & Insight Lead, Barbara De Laet.

Meisoon will lead a seven-strong creative team to deliver the full spectrum of creative capabilities, from concept generation and ideation, to copy, design and content development. With an in-house design studio and access to a comprehensive suite of audiovisual capabilities, Meisoon will be tasked with delivering earned-first creativity to create impact for Ketchum’s clients.

“Creative ideas cannot breathe if they don’t have the beating heart of strategic insight at their core.”, says Meisoon. “The pace of media, content and channel development, coupled with an audience that is growing jaded with traditional push messaging means we need to find new and fresher ways of earning that audience’s attention – and their time. I believe that creative ideas based on human and cultural insight are the ones that will lead us to compelling stories.”

With over 18 years experience of working in international communications, both in-house and agency side, Meisoon also has experience in journalism, broadcasting, and multi-media storytelling. She is partnered with Barbara De Laet, Strategic Planning & Insight Lead, who has over 20 years experience in brand building, communication efficiency and insight gathering. Barbara joined Ketchum in 2021 to reinforce their strategic planning, research and analytics capabilities, building on the agency’s proprietary tools such as omniearnedID. Together Meisoon and Barbara represent the binary nature of Ketchum Brussels, bringing both the international and Belgian perspective, with diverse backgrounds that foster innovation and creativity.

“I have witnessed the magic that is created when we bring Meisoon and Barbara together.”, says Jeroen Fermie, Managing Director Ketchum Brussels. “Barbara brings research rigour and a deep understanding of brands through her background in creative agencies – which when coupled with Meisoon’s experience as a journalist and capacity for translating insights into creative ideas and engaging content – means that Ketchum can truly call itself an integrated communications agency, with earned at the core.”